1 / 13

Semantic Advertising

Semantic Advertising. Ame Wongsa INF 385T – Semantic Web. Background – Online Advertising. Banner ads allowed tracking of click through rates Arms race for people’s attention led to increasingly intrusive ads (blinking banners, pop-ups, video ads, inline ads, etc.

gino
Download Presentation

Semantic Advertising

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Semantic Advertising Ame Wongsa INF 385T – Semantic Web

  2. Background – Online Advertising • Banner ads allowed tracking of click through rates • Arms race for people’s attention led to increasingly intrusive ads (blinking banners, pop-ups, video ads, inline ads, etc. • GoTo.com started pay-per-click-ads and keyword bidding • Google AdWords and AdSense network • Contextual Advertising • Behavioral Targeting

  3. Contextual Advertising • Google AdSense and Yahoo ContentMatch • Based on keyword scans of text of website or internet search • Misplacement of ads can occur due to keywords with various meanings • “If it bleeds, it leads” (not true on the web) • Filtering certain ads for certain context and editorial oversight • Focused and commercial content works well. Ex. Blogs • Other Problems: • Popularity increases competition and reduces ROI • Companies buy rivals keywords or rivals drive up cost of ads.

  4. Behavioral Targeting • Use individual browsing behavior (page visited, searches, purchase history) to select advertising to display. • Used with geography, demographics, content. • Uses cookies -- Privacy issues

  5. What is important to online advertisers? • Targeted advertising • Preventing negative associations • ROI – Return On Investment • Competition, brand protection • CTR – Click Through Rate • Pay per clicks (PPC), Cost per action (CPA), cost per thousand (CPM)

  6. Semantic Advertising Four Kinds: • Contextual advertising with semantic technology • Semantic search advertising • Dynamic advertising content • Advertising inside semantic data Source: http://www.chiefmartec.com/2008/09/semantic-advertising-of-4-different-kinds.html?cid=130782220#comments

  7. 1. Contextual Advertising with semantic technology • Use semantic technology as a competitive advantage to contextual advertising • Goal is to understand content of page to provide more targeted advertising • Peer93* • Base on proprietary algorithms for natural language processing and machine learning to understand page meaning and sentiment • iSense • taxonomy base system hand built by 40 linguists and lexicographers

  8. 2. Semantic search advertising • Semantic search engines try to provide people with better search experience • Advertising can provide a business model • May bid on concepts and relationships instead of keywords • Example of semantic search engines: Powerset, Hakia

  9. 3. Dynamic advertising content • Advertisers expose offerings in XML semantic data and agencies read data to dynamically change content of ad accordingly • Little coordination to update ads • Require standardized format of semantic data across advertisers • Ex. Dapper’s MashupAds platform • Dapper is a data extraction and API creation service and is used for semantic indexing.

  10. 4. Advertising inside semantic data • Ex. Yahoo! SearchMonkey • Allow developers and site owners to use structured data to make Yahoo! Search results more useful and visually appealing, and to drive more relevant traffic to their site • Structured data: microformats, RDFa/eRDF, atom feeds, web services • Example

  11. 4. Advertising inside semantic data (cont.) • Content providers can charge advertisers to provide semantic data • Semantic listing is more noticeable even if they have lower ranking and useful presentation can increase ranking • Search engine optimization • Ex. OpenCalais • Generates semantic metadata from content (text/HTML/XML) using natural language processing, machine learning and other methods. • Semantic advertising by adding sponsor’s metadata.

  12. Advertising and the semantic web • Semantic advertising is involved in improving experiences for users (who don’t care about technology) • Better advertising as a reward can create incentive for good semantic data.

  13. References: • Brinker, Scott. (2008, September). Semantic advertising: 4 different kinds. Retrieved October 1, 2008, from http://www.chiefmartec.com/2008/09/semantic-advertising-of-4-different-kinds.html?cid=130782220#comments • Glaser, Mark. (2005, July). The good, bad and ugly of contextual ads from Google, Yahoo. Retrieved October 1, 2008, from http://www.ojr.org/ojr/stories/050706glaser/ • Glaser, Mark. (2007, June). Your Guide to Online Advertising. Retrieved October 1, 2008, from http://www.pbs.org/mediashift/2007/06/your-guide-to-online-advertising178.html • Miller, Paul. (2008, October). Scott Brinker talks with Talis about Semantic Marketing. Retrieved October 1, 2008, from http://blogs.talis.com/nodalities/2008/10/scott-brinker-talks-with-talis-about-semantic-marketing.php

More Related